This page provides information on writing for the web, including tips on crafting web content, evaluating existing content, and examples of key vocabulary to use. It also includes brand goals and emphasizes the importance of clear and concise writing.

Brand Goals

• Build our brand awareness
• Align our brand with our mission, vision, and values by leaning into our strengths
• Craft a brand that is authentic and resonant
• Elevate our storytelling
• Build a brand that is future facing

Keep Brand Pillars in mind

The Three R’s

The Three R's are a great tool in rewriting content. First, we review the existing material, asking key questions to evaluate its effectiveness. Then, we rewrite as necessary, applying best practices for creating and editing content. Finally, we refine the revised material, setting it aside and then returning for a fresh look and further edits.

Review

Four Key Questions for Evaluating Content:

• Does it say the right things?

• Is the language simple and clear?

• Is it the right tone?

• Is it the right length and structure?

(Re)write

Once you’ve reviewed and evaluated current content it’s time to begin writing and/or rewriting. While every type of communication needs to be treated a bit differently, there are a series of standard best practices to consider when creating and editing content.